Research Objective To understand about Thai consumers preference toward iPhone & Samsung brand To evaluate brand switching key factors

1. Smartphone
market studies in
Thailand
A brand comparison study of iPhone VS Samsung 2015
Date: 19th June, 2015

2. A. Research background
 iPhone and Samsung has been the long leader in smartphone market in Thailand. Samsung is claimed to
have higher market share; yet iPhone claimed to have strongest brand loyalty
 While iPhone is the leading in new product development and innovation by launching the last version of
iPhone ahead of Sumsung- launched iPhone 6 in October 31th, 2014
 Samsung S6 is just launched in April 20th, 2015, yet received the positive feedback on its design
 This study is aim to study brand comparison of Samsung & iPhone on brand preference; brand loyalty and
brand switching rate
Samsung S6iPhone 6

3. B. Research design
3
Research Method Online research
Fieldwork Period 8th – 16th June 2015
Research Area Nationwide (Thailand)
Respondent Criteria Iphone & Samsung Users (50%:50%) , Aged（above 16 years old）
Sample Size Iphone User : samples
Samsung User : samples
Number of Questions Demographic & Screening : 4 Questions
Brand Preference : 10 Questions
Brand Switching : 3 Questions
Criteria Purchased Iphone & Samsung brand for the period of 1-3 years
Research Objectives To understand about Thai consumers preference toward Iphone & Samsung brand
To evaluate brand switching key factors

4. C. Respondent profile
4
■Gender
■Smartphone user
■Age
■Monthly household income
47.3
62.7
Male
Female
Unit : %
10.0
24.3
27.0
38.7
16 - 20 yrs
21 - 25 yrs
26 - 29 yrs
> 30 yrs
50.050.0
Samsung
Iphone
19.3
31.8
48.9
A Class B Class C Class
Class Income (THB)
A > 50,000
B 24,001 – 50,000
C < 24,000

5. D. Key findings : Brand Comparison Analysis
5
1. Most popular Smartphone Brand
Samsung is the most popular brand with highest score of brand index at 41.46%
Because of highest expansive score (66.57%) and ever used score (64.01%) and last purchase score (39.0%) had made
Samsung the most popular one, yet iPhone shows the highest score of future intention (44.73%)
2. Iphone VS Samsung User Demographic
The graph shows that 42.7% of 30 years old and above prefer Samsung more than Iphone and equally prefer for age of 25 –
29 years old (27.0%); yet younger generation (20 – 24 years old) are more iPhone user (27.7%)
The majority of class A user is iphone user (37.0%); while the majority of class C user is Samsung (39%)
3. GAP analysis of iPhone VS Samsung
High Quality of Clothes & Convenient Location are the brand image of UNIQLO, while Quality of Clothes & Friend
Recommendation are the brand image of H&M. iPhone user are more satisfied with its camera function
The opportunities for improvement for Iphone and Samsung is on price; yet the dissatisfaction is higher for
iPhone (-20%) while Samsung receive score of just -10%
4. iPhone VS Samsung Model User
The model of Samsung is more variety than Iphone and Galaxy Note is more popular that the rest of model Samsung except
Galaxy S4 because Galaxy note function is more alike tablet function yet can make the phone call
While the majority of Samsung user is Samsung S4 user (19.0%); the majority of iPhone user is iPhone 5S
(29.0%)

6. D. Key findings : Brand Comparison Analysis
5. Iphone VS Samsung Brand Switching Rate
The main reason why Samsung user switch to other brands because of slow processor(51.4%); software (49.7%) ; unstable
(49.7%); while the switching rate main reason for old iphone user is about the screen quality (40.8%); value for money
(40.8%) and because of its design (40.8%)
Samsung user has higher switching rate; 59.7% of Samsung user has switched to iPhone; while only 39.8%
has switched to be Samsung user
6. iPhone VS Samsung Brand Loyalty Rate
iPhone receive higher percentage for high loyalty rate (56.0%) and 70.0% of iPhone user prefer to purchase
iPhone brand in the future; While only 56.2% of Samsung user prefer to purchase Samsung in the future
7. Iphone VS Samsung Brand Recommendation Rate
The recommendation rate of Iphone (Mean = 8.25) user is higher than Samsung user (Mean = 7.48)
The table below shows that Apple user suggestion level is in strongest level; while Samsung user level is strong but weaker than
Apple user. Moreover, 9.7% of Samsung user do not wish to recommend Samsung brand, while only 3.7% of Iphone user does
not prefer to suggest its brand
8. iPhone 6 VS Samsung S6 Preference Rate
iPhone received more loyalty score; this can be seen from the higher percentage of strong preference of iPhone
user (22.5%); Despite the fact that 15.9% of iPhone user feeling that their price is quite expensive
9. Brand Image of iPhone VS Samsung
The higher score of iPhone in almost every positive brand image attribute particularly on luxurious; nobility;
modern; hi-tech and leadership could explain the reason why iPhone receive higher brand preference, brand
loyalty and brand recommendation

7. E. Detail findings
7
1. Smartphone Popular Brand
Index
2. Iphone VS Samsung Brand
Comparison

8. POPULAR
BRAND
INDEX
(PBI)
Top of
Mind
(TOM)
Expansive
Last Used
Future
Intention
𝑃𝐵𝐼 = 𝑤1 ∙ 𝑇𝑂𝑀 + 𝑤2 ∙ 𝐸𝑥𝑝𝑎𝑛𝑠𝑖𝑣𝑒 + 𝑤3 ∙ 𝐿𝑎𝑠𝑡𝑈𝑠𝑒𝑑 + 𝑤4 ∙ 𝐼𝑛𝑡𝑒𝑛𝑡𝑖𝑜𝑛
Additional Information:
• Top of Mind (TOM) = The first brand in mind of the respondent.
• Expansive = Most brand found on advertising (TV, Billboard)
• Last Used = The last brand used in the determined period of time
• Future Intention = Brand in mind the respondent would like to
purchase in the future
Brand is one of the important company assets and is also considered
as identity of the company. Brand or trademark is a name or symbol
representing a particular product or service and it gives a psychological
meaning or association.
Moreover, brand is also a promotion tool where this helps to reach
out to popularity or people awareness that eventually influence
consumers’ behaviour.
In order to improve organizational performance, brand development
should be evaluated. For this purpose, W&S Group conducted a PBI
(Popular Brand Index) concept development where the measurement is
analyzed by using 4 parameters - Top of Mind, Expansive or brand
expansion, Last Used or well known as Market share and Future Intention.
Below is the calculation/formula to get the PBI score of a certain
brand.
Popular Brand Index Concept

9. 9
1. Most popular Smartphone brand
Samsung is the most popular brand with highest score of brand index at 41.46%
Q20. Please tell us what mobile phone brand that you aware of, even you never bought it? [MA] n = 600
Q21. Please tell us what mobile phone brand that you ever bought ? [MA] n = 600
Q5. Please tell us what mobile phone brand that you bought most often? [SA] n = 600
Q22. Please tell us which brand you prefer to buy in the future? [SA] n = 600
Q23. Please tell us which brand of mobile phone that you find most often on commercial advertising (TV, Billboard & online)? [FA] n = 600
Unit : %
0
20
40
60
80
top_of_mind
expansive
ever_usedpurchased
intention
Samsung Iphone/ Apple Nokia Oppo Asus
Brand
Top of
mind Expansive Ever_used
Last
Purchased
Future
Intention
Brand
Index
Samsung 39.91 66.57 64.01 39.00 25.71 41.46
Apple 39.76 20.86 31.35 26.69 44.73 33.95
Nokia 4.42 3.85 51.96 7.18 2.38 4.49
Oppo 2.95 3.11 10.74 4.69 8.47 4.8
Asus 2.21 0.74 11.76 4.84 3.71 2.95
Because of highest expansive score (66.57%) and ever used score (64.01%) and last purchase score (39.0%)
had made Samsung the most popular one, yet Iphone shows the highest score of future intention (44.73%)

10. E. Detail findings
10
1. Smartphone Popular
Brand Index
2. Iphone VS Samsung
Brand Comparison

11. 11
2. Iphone VS Samsung User Demographic
The graph shows that 42.7% of 30 years old and above prefer Samsung more than iPhone and equally prefer for
age of 25 – 29 years old (27.0%); yet younger generation (20 – 24 years old) are more iPhone user (27.7%)
The majority of class A user is iphone user (37.0%); while the majority of class C user
is Samsung (39%)
9.3
21.0
27.0
42.7
10.7
27.7
27.0
34.7
16 - 20 yo
20 - 24 yo
25 - 29 yo
30 yo and above
Age
Samsung Iphone
24.0
37.0
39.0
37.0
31.3
31.7
A
B
C
Income
Samsung Iphone
Unit : % Unit : %
Q2. Please tell us your age ? [SA] Samsung n = 300 ; Iphone n = 300
Q4. Please tell us your income ? [SA] Samsung n = 300 ; Iphone n = 300

12. DesignScreen
Processor
Storage
Cameras
Software
Battery Life
Price
Durability
Ease of Use
Weight
The function
other phone
does not
have (15.00)
(10.00)
(5.00)
-
5.00
10.00
15.00
(15.00) (10.00) (5.00) - 5.00 10.00 15.00
Samsung
12
3. GAP analysis of iPhone VS Samsung
High Quality of Clothes & Convenient Location are the brand image of UNIQLO, while Quality of Clothes &
Friend Recommendation are the brand image of H&M. iPhone user are more satisfied with its camera function
The opportunities for improvement for Iphone and Samsung is on price; yet the
dissatisfaction is higher for iPhone (-20%) while Samsung receive score of just -10%
Q8. Please tell us how important the following aspects concerning when you bought current mobile phone ? [MSA] = 600
Q9. Please tell us the satisfaction level you had on your current mobile phone ? [MSA] n = 600
High Quality
Opportunities for
Improvement
Design
Screen
Processor
Storage
Cameras
Software
Battery Life
Price
Durability
Ease of Use
Weight
The
functions
that the
other phone
does not
have
(25.00)
(20.00)
(15.00)
(10.00)
(5.00)
-
5.00
10.00
15.00
(10.00) (5.00) - 5.00 10.00
Iphone
Satisfaction
Important
Mean = 78.71
Mean = 83.99
Satisfaction
Important
Mean = 79.88
Mean = 84.25

13. 13
4. iPhone VS Samsung Model User
The model of Samsung is more variety than Iphone and Galaxy Note is more popular that the rest of model
Samsung except Galaxy S4 because Galaxy note function is more alike tablet function yet can make the phone call
While the majority of Samsung user is Samsung S4 user (19.0%); the majority of iPhone
user is iPhone 5S (29.0%)
Q5. Samsung smartphone series most often using? [SA] n = 300
Q6. Apple smartphone series most often using? [SA] n = 300
8.0
3.3
8.0
19.0
4.7
4.0
1.0
2.7
1.7
11.7
2.7
.3
9.3
1.3
10.0
11.0
Galaxy S6
Galaxy S6 edge
Galaxy S5
Galaxy S4
Galaxy A7
Galaxy A5
Galaxy A3
Galaxy E7
Galaxy E5
Galaxy S/A/E
Galaxy Note 5
Galaxy Note Edge
Galaxy Note 4
Galaxy Note 3 Neo
Galaxy Note 3
Galaxy Note
10.7
22.0
2.3
29.0
25.7
8.3
2.0
iPhone 6 Plus
iPhone 6
iPhone 5C
iPhone 5S
iPhone 5
iPhone 4S
iPhone 4
Samsung (n=300) iphone (n=300) Unit : %

14. 49.7
38.3
51.4
49.7
38.9
30.9
36.6
37.7
31.4
27.4
22.3
27.4
3.4
37.9
40.8
16.5
19.4
35.9
40.8
30.1
21.4
30.1
32.0
40.8
28.2
4.9
Software
Design, Materials and colour
Slow Processor
Unstable
Cameras
Screen
Durability
Outdated
Storage
Battery life
Value for money
Ease of use
Others, please specify
Samsung iPhone
14
5. iPhone VS Samsung Brand Switching Rate
The main reason why Samsung user switch to other brands because of slow processor(51.4%); software
(49.7%) ; unstable (49.7%); while the switching rate main reason for old iPhone user is about the screen
quality (40.8%); value for money (40.8%) and because of its design (40.8%)
Samsung user has higher switching rate; 59.7% of Samsung user has switched to
iPhone; while only 39.8% has switched to be Samsung user
Q9. Please tell us if you ever change your mobile phone brand ? [MA] n = 600
Q10. Please tell us on which is your previous mobile phone brand ? [MA] n = 600
Q11. Please tell us the reason why you stop using your previous brand ? [MA] n = 600
Current
Samsung
User
(n=219)
Current
iPhone User
(n=65)
Previous
Samsung user 9.5 59.7
Previous
iPhone user
39.8 5.8
Other brands
50.7 34.5
Unit : %

15. 15
6. iPhone VS Samsung Brand Loyalty Rate
While only 56.2% of Samsung user prefer to purchase Samsung in the future; 70.0% of iPhone user prefer to
purchase iPhone brand in the future
iPhone receive higher percentage for high loyalty rate (56.0%)
Q17. Please choose the statement regarding the brand loyalty ? [SA] n = 600
Loyalty Rate Explanation Samsung
User
Apple User
Highest It's the only brand I buy and I would
not change to other brands even the
qualification/product does not meet
my expectation
30.1 32.0
High I like this brand and only would
change to other brands when this
brand does not has the
qualification/product I look for
52.2 56.0
Average I feel neutral with the brand and
would change to other brands when
the other brands offer a better
qualification/product
15.1 11.0
Low It's the brand I would buy when I
have no choice 1.7 .3
Lowest It's the brand I would not buy
anymore
1.0 .7
Samsung
User Apple User
Samsung 56.2 21.2
Apple 27.1 70.0
OPPO
5.8 1.0
HTC
2.7 2.7
Sony 2.4 .7
Asus Zenfone
2.1 2.0
Huawei 1.4 .3
LG .7 .3
Lenovo
.7 0.0
Dtac phone
.7 0.0
Others .3 1.6
Unit : %

16. 16
7. iPhone VS Samsung Brand Recommendation Rate
The recommendation rate of Iphone (Mean = 8.25) user is higher than Samsung
user (Mean = 7.48)
The table below shows that Apple user suggestion level is in strongest level; while Samsung user level is
strong but weaker than Apple user. Moreover, 9.7% of Samsung user do not wish to recommend Samsung
brand, while only 3.7% of Iphone user does not prefer to suggest its brand
Q15. Please specify the suggestion level you would recommend your current brand to your friends & acquaintances ? [SA] n = 600
Suggestion level
Samsung
User (%)
Apple User
(%)
Strongest
Recommendation
10 21.4 35.7
9 12.7 15.3
Strong
Recommendation
8 31.4 23.7
7 8.7 10.0
Still
Recommendation
6
5.0 5.0
Does not prefer
to recommend
5 11.4 6.7
4 1.0 .3
3 2.7 1.0
2 2.7 1.0
1 3.0 1.3
Average 7.48 8.25
20.7 10.3

17. 17
8. iPhone 6 VS Samsung S6 Preference rate
The graph below shows the reason why iPhone received more loyalty score; this can
be seen from the higher percentage of strong preference of iPhone user (22.5%)
Despite the fact that 15.9% of iPhone user feeling that their price is quite expensive
Q12. Please comment your feeling regarding iPhone 6 ? [SA] n = 300
Q13. Please comment your feeling regarding Samsung S6 ? [SA] n = 300
18.91
53.53
10.589.297.69
22.48
45.82
7.208.65
15.85
Like very muchLikeIndifferentDon't likeFeeling it's
expensive
Samsung iPhone
18.9
22.5
53.5
45.8
Samsung
Iphone
High affection Affection
Unit : %

18. 18
9. Brand Image of iPhone VS Samsung
The higher score of iPhone in almost every positive brand image attribute
particularly on luxurious; nobility; modern; hi-tech and leadership could explain the
reason why iPhone receive higher brand preference, brand loyalty and brand
recommendation
Q14. Please tell tick on the statement relating to the following brands ? [MSA] n = 600
While Samsung receive higher score on the following attribute; Fun/Playful; Down to earth and friendly;
hence it is perceived as brand image for Samsung
$Serious
$Trendy
$Individual
$Leadership
$Luxurious
$Mod…
$Simplicity
$Attractive
$Clever
$Confident
$Fast$Hi_tech
$Nobility
$Strong
$Sweet
$Unique
$Fun_Playful
$Creative
$Social
$Down_to_earth
$Friendly
$Outdated
$Slow
$Thrifty
(60.00)
(50.00)
(40.00)
(30.00)
(20.00)
(10.00)
-
10.00
20.00
30.00
40.00
0 5 10 15 20 25 30
Brand Image
Samsung Iphone

19. FORFURTHERINQUIRIES,PLEASECONTACT:
W&S Group
W&S Holdings
Japan – Tokyo, Osaka,
Okayama
W&S Co., Ltd
18th Floor, Two Pacific Place Building, 142 Sukhumvit Road, Klongtoey Subdistrict,
Klongtoey District, Bangkok 10110 Thailand
Tel: +66 2 6530411 Fax: +66 2 6530412
Website: yimresearch.com
Group site: www.wsgroup-asia.com
Email: info@yimresearch.com
W&S Joint Stock Company
Vietnam – Ho Chi Minh
PT. Nusaresearch
Indonesia – Jakarta
Our Client of W&S Group
Our Client Country
UK, USA, Singapore, Germany, Canada
India, China, Hong kong, Korea
Vietnam, Malaysia, Indonesia, Thailand
Australia, Japan, Philippines